BMW Ad sells aspirations not Cars

Without fail, this is one of the best advertisements I’ve come across during the lock-down!

BMW India has recently dropped a new commercial, and surprisingly, the Ad does not promote any of its cars.

Most of us miss the mundane drive to the office & back, the long highway drives, and definitely those unplanned off-road trails that lead us to self-exploration.

Ogilvy India, for BMW, stunningly hits the chord of Indians, longing to go out after the pandemic is over. The campaign talks about the things we love doing & can’t wait to get back to.

The ad largely depicts the emotion & enthusiasm that people behind the wheel of a car are missing during the lock-down.

It tries to encapsulate the sentiment of the self-confined Indians tolerantly waiting to hit the road after the lock-down gets over.

BMW uses the hashtag #JustCantWait to resonate with the emotions of the people longing to get back to life and enjoy those long relaxing drives.

In its latest campaign, BMW doesn’t promote any products, it promotes aspiration.

#marketing #branding #advertisements #ad

Originally posted on LinkedIN.